实体产业文化化的溢价机制及品牌发展策略分析  

Research on the Premium Mechanism and Brand Strategies of the Culturalization of Industry

作　　者：袁文华[1] 吴美玉[1] 吴婧[1] 李建春[1] Yuan Wenhua;Wu Meiyu;Wu Jing;Li Jianchun

机构地区：[1]山东师范大学

出　　处：《中国文化产业评论》2017年第1期320-333,共14页Commentary on Cultural Industry in China

基　　金：山东省自然科学博士基金项目,“品牌经济对区域产业生态化的作用机制分析:基于省级数据的实证研究”(项目编号:BS2015SF014);国家级大学生创新训练计划项目(项目编号:201610445105)研究成果

摘　　要：加强供给侧结构性改革,扩大有效供给,提高产品的溢价能力是实体产业转型升级的重要手段。随着工业化进程的不断推进,劳动的异化现象愈发普遍和明显。大多数人失去对自己工作的控制,从而失去对生活及自我的控制,焦虑问题越来越突出。文化产品的娱乐属性具有转移、缓解或消除人们焦虑的作用,满足人们对终极利益（即快乐）的追求。产业文化化的过程,就是将文化产品带给消费者的情感利益与产品带给消费者的物质利益相融合的过程。这种＂产品＋娱乐＂的生产模式,满足消费者的情感需求,降低对价格的敏感度,使企业实现从增产到增值的巨大转变。针对企业本身品牌信用度高低不同的情况,可供企业选择的品牌战略包括品牌授权、创建优秀的企业文化、品牌并购和品牌联合四种方式。To promote the transformation and upgrading of the real estate industry, it is very important to strengthen the supply side structural reform, expand the effective supply, and improve the product premium ca- pacity. With the deepening of industrialization, the phenomenon of alienated labour is widespread. Most people have lost the control of their work, thus they lose the control of their life and themselves. People＇s anxiety problem is getting worse. The cultural production is a kind of typical amusement con- sumption. It could transfer, relieve or eliminate people＇s anxiety, which meets people＇s ultimate pursuit. The culturalization of industry processing is the integration of the emotional profit of the cultural product and the material profit of the goods. The mode of ＂product plus entertainment＂meets the emotional needs of consumers, making mere Jc~ ~~~Jo,~J price. Thereby, it helps the firms to increase the value of products. The firm＇s brand credit degrees are different, and the available brand strategies include brand license, excellent corporate culture building, brand acquisitions and co-branding.

关 键 词：文化产业 产业文化化 品牌溢价 品牌战略 

分 类 号：G124[文化科学]